TEG Brand Book

Hello, we are Transport Exchange Group.

Mission Statement

Our mission is to pioneer digital transformation in the road freight industry with integrated solutions that drive optimal profitability and vehicle utilisation for our users whilst reducing their overall carbon footprint.

Our Values

• We embrace and value our diversity
• We have a positive attitude
• We are Ambitious and Adaptable
• We support strategic collaboration

Vision

To have a single touchpoint in every B2B road freight transaction across Europe by 2025. 

Any interaction with the CX Platform is a touchpoint.
Here are some examples:

• Finding a suitable carrier for a load  
• Using Finance Manager to match PODS with the corresponding invoice 
• Using Verify to validate a carrier’s identity and compliance 
• Using Freight Vision for real-time visibility and alerts to keep customer informed
• Using the mobile app to quote on loads or allocate bookings 

Our Family

Transport Exchange Group

Transport Exchange Group is the umbrella brand housing the sub-brands Haulage Exchange, Courier Exchange, CX Euro, CX North America, CX Finance Manager and CX Carrier Manager.  Each of these sub-brands share the same core values and mission as Transport Exchange Group but have unique personalities and solutions. The sub-brands also have bolt-on products like CX Mobile app and CX Fleet app.

Courier Exchange

Courier Exchange is the go-to online trading platform offering carriers and forwarders innovative tech solutions to maximise freight fulfilment for vehicles up to 3.5 tonnes.

Haulage Exchange

Haulage Exchange is the go-to online trading platform offering carriers and forwarders innovative tech solutions to maximise freight fulfilment for vehicles greater than 3.5 tonnes.

CX Euro

CX Euro is the go-to platform for European forwarders and carriers to digitally transform their freight management.

CX North America

CX North America is the go-to platform for North American forwarders and carriers to fully digitise their freight management.

Finance Manager

The perfect tool to collect, store and manage payment documents from your freight operations.

Carrier Manager

The first fully integrated Road Freight Management Solution connecting Freight Forwarders to their Carrier pool and own fleet effectively.

TEG's Family Tree

Logos

Overview

Transport Exchange Group and its sub-brands all follow the same guidelines across different mediums. In this example, we’ve used Courier Exchange logo, but please apply these rules to all the other brands. Use the guide below to help you keep our branding consistent.

Scale

To keep our logos legible, we do not display them any smaller than 100px wide.

Our logos proportions should not be changed or distorted when changing size.

Colours

The colours used in our logos make up our DNA. By changing any colours, you’re effectively changing who we are and what we stand for. Please use these logos exactly as you see them, without editing their form, shape or colour. If you’d like to place the logo on a light background (white or lighter shades of grey), use the standard logo version. If you’d like to place the logo on a darker background (darker shades of grey or black), use the reverses logo version.

Clearspace

Clearspace around any logo in the family is equal to the height of the X.

Transport Exchange Group Logomark

A logomark is an icon that can be easily recognised as a particular brand without needing to put the full company name or logo alongside it. Transport Exchange Group’s logomark is used in space constraints, like social media profile images and favicons (icons that appear on the left side of a tab in a browser).

Courier Exchange North America

Courier Exchange North America Rev

Colours

TEG Colours

Logo Colours

#FFD400
R:255 G:212 B:0
C:0 M:17 Y100 K:0
#009000
R:0 G:144 B:0
C:100 M:0 Y:100 K:44
#005498
R:0 G:84 B:152
C:1000 M:45 Y:0 K:40
#E11C18
R:255 G:28 B:24
C:0 M:88 Y:89 K:12

CX Family

Primary colours

The primary colour used for Courier Exchange is the blue-black used for all text, the yellow is used for buttons, links and key CTAs.

#282837
R:40 G:40 B:55
C:84 M:76 Y49 K:60
#FED200
R:254 G:210 B:0
C:1 M:16 Y:93 K:0

Secondary colours

The secondary colours for Courier Exchange are the orange, used for secondary CTAs and hovers, and the two white variants, used for accents and hovers.

#ff9600
R:255 G:150 B:0
C:0 M:41 Y:100 K:0
#E1E1E1
R:225 G:225 B:225
C:0 M:0 Y:0 K:12
#F5F5F5
R:245 G:245 B:245
C:0 M:0 Y:0 K:4

Primary colours

The primary colour on black used for Courier Exchange is the white used for all text, the yellow is used for buttons, links and key CTAs.

#FFFFFF
R:50 G:50 B:65
C:80 M:71 Y48 K:53
#FED200
R:254 G:210 B:0
C:1 M:16 Y:93 K:0

Secondary colours

The secondary colours for Courier Exchange are the orange, used for secondary CTAs and hovers, and the two white variants, used for accents and hovers.

#ff9600
R:255 G:150 B:0
C:0 M:41 Y:100 K:0
#50505F
R:40 G:40 B:55
C:84 M:76 Y49 K:60
#323241
R:50 G:50 B:65
C:80 M:71 Y48 K:53

Haulage Exchange

Primary colours

The primary colour used for Haulage Exchange is the blue-black used for all text, the light blue is used for buttons, links and key CTAs.

#282837
R:40 G:40 B:55
C:84 M:76 Y49 K:60
#50CDF5
R:89 G:197 B:237
C:60 M:0 Y3 K:0

Secondary colours

The secondary colours for Haulage Exchange are the dark blue, used for secondary CTAs and hovers, and the two white variants, used for accents and hovers.

#236192
R:35 G:97 B:146
C:76 M: Y49 K:43
#E1E1E1
R:225 G:225 B:225
C:0 M:0 Y:0 K:12
#F5F5F5
R:245 G:245 B:245
C:0 M:0 Y:0 K:4

Primary colours

The primary colour on black used for Haulage Exchange is the white used for all text, the light blue is used for buttons, links and key CTAs.

#FFFFFF
R:255 G:255 B:255
C:0 M:0 Y0 K:0
#50CDF5
R:89 G:197 B:237
C:60 M:0 Y3 K:0

Secondary colours

The secondary colours for Haulage Exchange are the dark blue, used for secondary CTAs and hovers, and the two white variants, used for accents and hovers.

#236192
R:35 G:97 B:146
C:76 M: Y49 K:43
#50505F
R:40 G:40 B:55
C:84 M:76 Y49 K:60
#323241
R:50 G:50 B:65
C:80 M:71 Y48 K:53

Fonts

HK Nova

HK Nova
Extra Bold
AaBbCcDdEe
0123456789
£$%&*(),.
HK Nova
Bold
AaBbCcDdEe
0123456789
£$%&*(),.
HK Nova
Semi Bold
‍AaBbCcDdEe
0123456789
£$%&*(),.
HK Nova
Regular
‍AaBbCcDdEe
0123456789
£$%&*(),.
HK Nova
Light
‍AaBbCcDdEe
0123456789
£$%&*(),.
HK Nova
Thin
‍AaBbCcDdEe
0123456789
£$%&*(),.
Download HK Nova Font Family

Font use

HK Nova should be used whenever possible to keep brand consistency. Any weight can be used, as long as it is suitable for the design medium.

For Microsoft programmes we suggest using 18pt bold for headings, 14pt regular for sub headings and 12pt light for body content, all with 1.15 leading.

Heading

Sub heading

paragraph Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.

Arial

Arial
‍Bold
AaBbCcDdEe
0123456789
£$%&*(),.
Arial
Normal
‍AaBbCcDdEe
0123456789
£$%&*(),.

Font use

When you are sending a file that cannot store the font, for example an email or Word doc, and the recipient is not guranteed to have HK Nova stored on their device, Arial should be used as an alternative.

Heading

Sub heading

paragraph Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.

Our Voice

Introduction


Transport Exchange Group (TEG) has its own unique voice. For our internal team and target audience to buy into our culture, vision, and what we stand for, this unique voice must be communicated across all touchpoints of our brand.

We encourage you to use this Tone of Voice guide when communicating with our target audience to keep consistency across every channel.

By embracing this singular voice internally, we can externally reflect who we are and stand out in the market. Prospective and existing members will more easily resonate with our brand if we have a more human voice behind everything that we do.

Our voice is what we say and how we approach communications with our members.

Our tone is how we sound when we say it.


These two elements work together to give us a human personality for a predominantly tech-based service.

How We Sound

We are

  

Positive,

but not impractical.

This week we had 20,000 loads posted to the platform. Next week, we promise to get this up to 30,000!      

This week we had 20,000 loads posted to the platform. That's fantastic, let's keep freight moving!      

Eager to help,

but not overwhelmingly so.

Sorry to hear you're experiencing issues with the mobile app. Can we schedule a personal demo for you?      

Sorry to hear you're experiencing issues with the mobile app. Not to worry, we've got some great resources to help you: (direct them to Help Centre articles)   


Calm and collected,

but not indifferent to the aspirations of our member businesses.

All our members are trying to achieve similar goals. This isn't our first time hearing this concern. Please email us, and we'll get back to you with a solution when we can.   

We are fully with you on this, and we're doing our best to help you achieve your business goals using CX. We can direct you to some of our online training videos and help centre articles if you need to brush up on a few things. If you still need more help, we can schedule a call to show you how to make the most of our platform features.     


People-focused,

but not submissive.

Yes, we fully understand that you didn't know how to use the platform. It can be quite tricky at times. We'll refund you in full, no questions asked. We're very sorry for any inconvenience caused. We'd appreciate it if you didn't leave any negative reviews about us once you are refunded.    

Unfortunately, we cannot refund you based on the fact that you aren't happy with how the platform works. We give all our members demos, online training and access to a helpful customer service team to address any questions they might have. Our team is always here to support you and we're determined to help you make the most of your subscription.    


Efficient,

but not in any rush to make uninformed decisions.

I've suspended the other member's account while we investigate.   

Thanks for reaching out to us. We understand this is an urgent concern of yours. Please allow us a few minutes to look into this for you.    


How We Greet People


Hello X, thanks for getting in touch. We’d love to help you find what you’re looking for. Could you please give us more information?


Rather than,

Good day, Mr X. We have received your enquiry. In order for us to better assist you, we require further information.




We Write in the Active Voice


Please avoid writing in the passive voice as it makes us sound evasive and unaccountable.


Example 1


Passive voice: Your account was placed on hold.  

Active voice: I placed your account on hold. ✅


Example 2

Passive voice: The report was submitted by the team on Friday.  

Active voice: The team submitted the report on Friday. ✅





Write How We Speak


Why write countenance, when you'd say face?  

Why write utilise, when you'd say use?  


Our communications must be easily understood by all people, regardless of their native language.

Try to be as straightforward as possible in your writing. Here are some words we regularly use that can be exchanged for simpler alternatives:

Assistance - Help

Enable – Let

Ensure – Make sure

However – But

In order to – To

Provide – Give

Request – Ask


Grammar and Mechanics


Introduction

Using proper grammar leads to clean, clear, and compelling writing.

Content Arrangement

Hierarchy

When writing any piece of content, always lead with the most impacting and important information first. Apply this approach to any piece of writing, whether it's a blog post, email, landing page or website copy.


Keep Things Short and Sweet

Our audience has less and less time these days to read mountains of text. Their attention span is limited, so condense anything you say as much as possible to ensure complete understanding and attention.

Break Up Content

Use titles and subtitles to make it easier for a reader to read and retain information. It also gives them the ability to skim-read if they're looking for information in a hurry.

Example

Feedback (Title)

(copy here to define the subject)

What is negative feedback? (subtitle)

(copy here to define the subheading)

What is positive feedback? (subtitle)

(copy here to define the subheading)

Use Lists

Help your readers understand faster with lists. If you're mentioning a lot of different features or benefits, it's easier to read them in list form. This technique also saves you time instead of writing long paragraphs to fill in the gaps between the main points themselves.

Example 1

Our app helps you in 3 ways:

  1. Receive instant load notifications
  2. Complete ePODs
  3. Generate invoices

Example 2

Here's how CX Finance Manager can help your business:

  • Reduce paperwork
  • Increase accuracy and data entry
  • Automatically pairs the right POD for every invoice

Spelling

Always do a spelling check before going live with any piece of content. We recommend using Grammarly as it can identify spelling mistakes and also suggest quick and easy grammar fixes.


Platform Functionalities

We have several platform features and functionalities that have a unique spelling.

Here are 3:

eQuotes (not E-Quotes, EQuotes or e-Quotes)  

eSignature (not E-Signature, ESignature or e-Signature)  

ePOD (not E-POD, EPOD, or e-POD)  


Email Addresses


When writing an email address or a URL, we accept both forms:

  • With capital letters - Luke@transportexchangegroup.com / CourierExchange.com
  • And without capital letters - luke@transportexchangegroup.com / courierexchange.com



Writing Numbers


Small numbers ranging from one to ten should be spelt out (one, ten, seven).

Exception: When writing email subject lines or headings, you can use numerals to save on character space and make it snappier.

Example: 3 Easy Ways to Create an Invoice


Numbers larger than ten should be written as numerals or else you waste space and distract readers.

10,416 members instead of ten-thousand, four-hundred and sixteen members

17th time instead of seventeenth time

 

Numerals with more than three digits must have commas:

  • 1,400
  • 128,000


Tips for shortening numbers:

You can write 3,000 as 3k.

You can write 254,000,000 as 254M.

 
Date Formats

Use the format DD/MM/YYYY (Day/Month/Year) like so:

  • 14th September 2020

If space is an issue, these other formats are also acceptable:

  • 14 Sept., 2020
  • 14/09/20



Percentages

Use the % symbol instead of writing out “per cent”:

  • 45% of our members are using Android devices.

 

Ranges and Spans

When you need to write a date range or are estimating the time taken to do something, use a hyphen instead of the word "to".

  • It takes us between 2-3 working days to resolve your query.


Money


When including currencies, always use the symbol and place it before the number.  Remember to include decimals if the number of cents is greater than 0.

  • £35 instead of 35 pounds/GBP35
  • £35.70 instead of £35 and 70 pence

Punctuation

We use a particular punctuation style in our copy.

Titles

We don't use full stops in any titles on interstitials, email subject lines, blog posts or landing pages.

Exceptions:

The only time you would finish a sentence with a full stop is if you're using another form of punctuation for emphasis.

Hurry - your offer is expiring soon.

If this were a subject line for an email, however, you wouldn't need to add a full stop even if you used a hyphen. We don't use full stops at the end of the sentences for email subject lines.

In this case, a hyphen was used as an emotive device. If there is any other type of punctuation used for emphasis in a heading, you need to finish the sentence with a full stop.

Parenthesis

A parenthesis is when you insert a word, phrase, or clause into a sentence as an explanation or afterthought. If the punctuation is removed from the sentence, the rest of the text must still be grammatically correct.

We accept the use of commas and brackets to denote parenthesis. A quick way to check if you've used it correctly is to remove the punctuation. If the sentence still makes sense grammatically, then you've used it successfully.

Example of comma parenthesis:

Mr Newman, the owner of ASAP Logistics, is experiencing issues with his mobile app.

Example of bracket parenthesis:

Mr Newman (the owner of ASAP Logistics) is experiencing issues with his mobile app.



Writing Lists

Bulleted or numbered lists are a great way of breaking down complicated information. Here's how we punctuate them.

When introducing a list, use a colon (:)

If the points in your list are a complete sentence, punctuate the lists as though they are separate sentences.

The Managing Director made three comments about using information technology.

  • All IT equipment needs to be kept up to date.
  • Staff must be trained to use new IT equipment.
  • Don't think that technology will cure all our problems - it won't.

If the points in your list are a continuous sentence, use semicolons (;)

If you want to keep your office tidy, please remember to:

  • put your rubbish in the bin;
  • clean up after you make the tea; and
  • take your food out of the fridge.

If you have a list of concise points, you don't need to punctuate or capitalise, as long as the points aren't proper nouns.


Capitalisation

We use Title Case Capitalisation for our copy.

  • Capitalise all “major” words (nouns, verbs, adjectives, adverbs, and pronouns) in the title/heading, including the second part of major hyphenated words like Self-Report not Self-report);
  • Capitalise all words of four letters or more.


We use lowercase only for “minor” words:

  • words of three letters or fewer;
  • Conjunctions (words like and, or, nor, and but);
  • Articles (the words a, an, and the);
  • Prepositions (words like as, at, by, for, in, of, on, per, and to), as long as they aren’t the first word in a title or subtitle.


Proper nouns must always be capitalised, no matter where they fall in a sentence.

  • A proper noun is a name given to something to make it more specific (e.g., Jodie, Ollie, New York, Monday). Try not to confuse proper nouns with collective nouns like boy, dog, city, day.
  • Collective nouns are written with a capital letter only if they are at the beginning of a sentence.

Please apply the Title Case Capitalisation method across all forms of copy (headings, social media updates, paid advertising, website copy).

If you're unsure of how to capitalise a heading or title, you can use this handy tool > title case converter

Please note:

Avoid using Title Case Capitialisation when writing email subject lines as it looks like a marketing broadcast. We want our emails to sound personal.

Essential Things to Keep in Mind

Never write anything in caps lock. IT MAKES US SOUND AGGRESSIVE.

The first letter after a colon is capitalised only if it's a proper noun or an acronym.


Abbreviations and Acronyms

Abbreviations and acronyms are shortened forms of words or phrases. We use a number of these across our platform, communication channels and apps.

Writing Them

When you introduce an abbreviation or acronym in any content piece, write it out in full. After writing it out in full, you can use its shortened form for the rest of the content piece.

Example 1

Always remember to complete a Proof of Delivery (POD). Having a completed POD is key to receiving payment for completed loads.

Example 2

Our platform offers many new tools and features, like the Live Availability Map (LAM). Members using the LAM have a clear view of available carriers.

 

Commonly Used Abbreviations

ETA: Estimated Time of Arrival

GPS: Global Positioning System

TMS: Transportation Management System

LAM: Live Availability Map

POD: Proof of Delivery

VAT: Value-Added Tax

Using Emojis

People use emojis to create a more human or personable communication in digital text. It’s an integral part of our daily interaction with others, so why not use it to get closer to our audience?



We’re not saying you must replace words with emojis, but you can use them as an emotive device.

We've got our fingers crossed for you. ✌      

We've got our ✌crossed for you.                   

Use them sparingly, or else they create clutter and look unprofessional.

Creating an ePOD is easy. 👌Click here to learn how.                      

Creating an ePOD is easy. 👌Click here to learn how. 😉         

Be sensitive to the reader's mood, or else we sound patronising.

Why hasn’t my direct debit been cancelled yet? I want my money back immediately!


We’re sorry to hear that. Please bear with us for a few moments while we investigate.                     

We’re sorry to hear that. Please bear with us for a few moments while we investigate. 😉        

Brand Dictionary

Our brand uses its own industry and platform-related terminology. We've compiled the following words into a brand dictionary to give members the right information when communicating with them.

Here are some common expressions we use with members:

If members have a late payment and want to raise a complaint, we refer them to our Complaints Resolution Process.


We refer to freight moved on the Exchange known as Loads. We don’t say “work” or “jobs”.

When talking about members posting loads to the Exchange, they are Load-posters or Freight Forwarders.



A


APIs

Application programming interface – a computing interface that can talk to other software and digital platforms. Our platform, for example, is integrated with HERE maps through the use of APIs.

Alerts

Notifications you receive through our desktop platform or mobile app about posted loads.  

Application (also application programme)

When we use the word "Application" at TEG, we are talking about the mobile application linked to the central platform (the Exchange) that subscribers use to run their courier businesses.

B

Booking

When a load poster allocates a load to a carrier after accepting their quote.  

Broker

This term is more commonly used in America to represent load posters. In the UK it has a negative connotation, so we avoid using it in our UK and European communications.

C


Carrier  

Member business transporting loads on the Exchange (e.g. ABC Couriers Ltd).

Customer

When we refer to customers, we mean the members on the Exchange who are posting loads.

CMR  

A CMR document is required if you intend to transport goods internationally by road. This abbreviation stands for ‘Convention Relative au Contrat de Transport International de Marchandises par la Route.’ You may come across this when dealing with European courier or haulage companies moving loads between countries.

Courier Exchange

Courier Exchange is one of the busiest freight exchange platforms connecting courier businesses driving vehicles up to 3.5 tonnes with load posters.

Co-loading  

Completing multiple loads together from single or multiple load posters involved in the booking. Co-loading without permission is strictly prohibited on the Exchange. If a member wants to co-load, they must get written permission from all parties involved in the booking.


D

Driver

A member operating a vehicle registered on the Exchange.

E

Exchange

A digital platform allowing the movement of freight between members.

End-Customer

This is the load poster's customer, or whoever is receiving the allocated load. This could also be the carrier's customer's customer. End-customers aren't necessarily active members on the Exchange.

F

Freight Forwarder

Member businesses posting freight and needing it to be moved by a registered carrier on the Exchange.

Feedback

The evaluation given by both parties involved in a load booking.

Fleet  

Several vehicles operating together under the same ownership.  

Freight

Goods or loads needing transportation.

G

Goods in Transit

Goods in Transit insurance (GIT) covers goods against loss or damage while being moved from one place to another.  

GPS

Also known as ‘Global Positioning System’ is a network of about 30 satellites orbiting the Earth at an altitude of 20,000 km. These signals, travelling at the speed of light, are intercepted by a GPS receiver, which calculates how far away each satellite is based on how long it took for the messages to arrive.

H

Haulage Exchange

The UK's leading freight exchange platform specialising in heavy goods vehicles (HGVs) and larger haulage businesses.

Hotshot

A non-recurring load, a “one-off” booking to transport a load.  

I

Invoice

An invoice, digital or physical, is a list of services completed for another member on the Exchange.

 

L

Load

Freight posted to the Exchange needing transportation.

Load posters  

Member Businesses needing loads moved.

Load takers

Members quoting on loads, also known as “Carriers”.

Load alerts

Notifications you receive through our desktop platform or mobile app about posted loads matching a carrier’s vehicle specs and location on the map.  

Login portal

Housed on our main websites, this is the single entry point for members to log in and access the Exchange platform.

M

Member Businesses

Registered businesses operating on Courier Exchange, Haulage Exchange or CX Euro.

Member(s)

Someone who is part of a member business operating on the Exchange.

O

Owner driver/Owner-operator

Someone who owns and operates their own courier business.


P

Proof of Delivery  

Also referred to as a ‘POD’, is a document proving that a load was successfully received by the intended recipient.

Payment Terms

A payment term is the time frame for expected receipt of payment once a carrier has completed a load.

Poaching

Poaching is an attempt to win over someone else's customer after moving a load on their behalf. If a member's knowledge of a customer is as a result of their recent activities on the Exchange, that customer is off-limits.

Platform

The Exchange is a platform where we host our features and applications for member businesses to run their courier or haulage operations.

T

Transport Exchange Group

Freight Management Technology provider for courier and haulage businesses operating within the UK, Ireland and Continental Europe.

Telematics

Telematics is a method of monitoring a vehicle. By combining a GPS system with on-board diagnostics it's possible to record – and map – exactly where a car is and how fast it is travelling, and cross-reference that with how a car is behaving internally.

W

Website

Our website houses our products, services and benefits and is the single point of entry to the Exchange platform.

Marketing Communications

Getting Results

1. Decide who you're talking to

You might be talking to leads, members at various stages of their subscription lifecycles, suppliers, colleagues, investors, the public, government, or the press.

Each audience has unique interests and are motivated by different triggers. Do some thinking and find out what those triggers are so you can target marketing communications effectively.

2. Think about why they'd read your communication

We’re all busy people with many companies and brands all fighting for our attention. Your mission is to let people know why they should listen or pay attention to your content. They'll always ask themselves this question: "What’s in it for me?"

If you can answer that question in your communications, you're already 80% of the way there!

3. What solution are you offering?

Think about what problem our technology solves for them. What desire is our brand satisfying? Everyone is looking for a solution to a certain problem, but they might not know exactly what form that solution comes in. It's your task to help them understand that our brand could be the solution they've been looking for.


4. How can we solve their problem?

Keep your message clear on how we plan to solve their problem. It's easy to get caught up in grand promises based on what our product or services can do for them - don't lose track of how it benefits the potential client.

5. How much does the reader need to know?

Don't overshare. Focus on what our solution or product does, but don't include all the nitty-gritty details about how it works.

6. What do they gain?

State the benefits of our solution clearly. What does it mean to them? Drive home that benefit and help them envision a better world with it.

7. Call to action (CTA)

Once they've finished reading your communication, what do you want them to do next?

  • Visit your website?
  • Share the email with friends?
  • Read an article?
  • Fill out a form?
  • Arrange a demo?
  • Request a callback?

Whatever it is, make it easy for them with a number, a hyperlink, or a button. Guide them to the CTA while you still have their attention and make it clear what action you want them to take.

8. Ask yourself if there's a simpler way to say it

Review the communication you've written. If you were to have a conversation with someone about it, could you say the same thing in a shorter, simpler, clearer way?

Remember - less is more.

Evaluate the copy and try to cut out unnecessary words that still keep the sentence meaning intact if you remove them.

Writing Sales Emails

Introduction

We receive dozens of emails weekly. We unsubscribe and delete most, choosing to open only a handful. How do we overcome this hurdle and stand out in someone's inbox?

We'll demonstrate how to increase our chances of having our emails opened, read and acted upon.

Our end goal is to get measurable results (Open Rate, Click-Through Rate, Conversion Rate, Unsubscribe Rate, Bounce Rate, Campaign ROI).

Elements

The five essential elements of an effective sales email are:

  1. Subject Line
  2. Opening
  3. Body
  4. Closing Statement and Call-to-Action (CTA)
  5. Signature

Each element must be written thoughtfully to capture and hold the prospect’s interest as they move through the email.

1. Subject Line


This is the most crucial element. It determines whether someone opens it or sends it to junk. Here are x tips on writing great subject lines:

  • Make it exciting and relevant to the recipient based on the knowledge you have about them.
  • Make sure the personalisation fields/title tags are working (e.g. Dear John). There's nothing worse than seeing special characters and broken tags in a subject line. It shows a lack of care and it's likely they won't open the email.
  • The best email subject length is 17-24 characters long.
  • Avoid these Spam trigger words: #1, 100%, Act now, Action, Additional income, Affordable, Apply now, Be amazed/your own boss, Billing, Bonus, Buy, Call free/now, Cancel, Cash, Certified, Cheap, Click here, Compare rates, Congratulations, Deal, Discount, Double your income/cash, Get it now/started/paid.
  • Don't add RE: if it's not a reply
  • Don't use caps
  • Don't use one-word subject lines
  • Don't use exclamation points or any kind of punctuation. It could send the email to Spam.


Write Like Who You Are

You are a real human being starting a conversation with another human being.

You're not a clickbait writer (someone whose primary purpose is just to get you to click on a link).

Capitalisation

Capitalise the first word of the subject line and use lowercase for the rest of the sentence.

We don't use Title Case Capitalisation because it feels like a marketing broadcast that went out to thousands of other recipients. A sales email should always be personal.

Data shows that using lowercase increases sales email open rates (because regular communication practice doesn't include capitalising every word).


Ask Questions



Asking the right question can increase open rates. The question should sound natural, like something you'd ask someone in a conversation.

Example

Are you struggling to keep track of your invoices?

Asking a question just to increase open rates can backfire. The question must be relevant to the recipient and don't use more than one question mark.

Example

Are you interested in making thousands of pounds?

2. Opening (how to start a sales email)


Start with the greeting "Hi" or "Hello". If we have their first name, we can include this.

Create a link between your subject line and the beginning of the email. Make it attention-grabbing. There's nothing worse than being disappointed within the first few lines.

A strong opening line helps in 2 ways:

  • Quickly getting to the point of why we're reaching out.
  • Offers a more natural transition into our sales pitch.

Keep the opening brief, no more than one or two short sentences.



3. Body

First, think deeply about what you want to achieve with the email. Once you've decided what it is you want to get out of this conversation, then you can structure it accordingly.

What’s the primary goal of your sales email? Whether it's getting them to subscribe, visit our website request a callback, the copy you've chosen in your body will set the stage for them to act on your main goal.


Get to the point. People are busy and don't have time to read mountains of text before getting to the point of your communication.

Know your pitch.  

  1. Give the reader enough context about who we are (if they don't already know). This helps build credibility.
  2. Explain the problem we're solving in a simple sentence. Think of the quick elevator pitch scenario.
  3. Highlight the benefits that our recipient can relate to. Using our bullet point approach is a great way to drive home these benefits.
  4. Strike a balance between keeping it short while still having enough information enticing them to want to learn more.
  5. Optional: end with a question like "It seems like we could be a really great fit for what you need. I’d love to share some more details, do you have a few minutes to  connect this week?"

Avoid "fluffy" words. Some examples of unnecessary filler words that slow readers down are:

  • Assistance ( Help)
  • Numerous (Many)
  • Facilitate (Ease)
  • Individual (Man or woman)
  • Remainder (Rest)
  • Initial (First)
  • Implement (Do)
  • Sufficient (Enough)
  • Attempt (Try)
  • Referred to as (Called)
  • With the possible exception of (Except)
  • He totally lacked the ability to (He couldn’t)
  • Until such time as (Until)
  • For the purpose of (For)



4. Closing Statement and CTA


You don't want the reader to get to the end of the email and scratch their heads, wondering what to do next.

Finish the email with a very simple and direct Call-to-Action (CTA). Make it obvious for the reader to take action right then and there. It's our mission to guide them through our funnelling process and eventually onboard them as a member.

The CTA needs to match exactly the next thing they see.

Example

If the CTA button says “Request a callback", then the link must take them to a relevant page that says “Thanks for requesting a callback page" and not anything else unrelated to the CTA.


5. Signature

One of the best ways to passively sell and boost our company's credibility is to include links to positive press articles highlighting our accomplishments.

Make use of testimonials and case studies of existing members, too.

We recommend signing off emails like this:

  • Best wishes (more personalised, suitable if the email is coming from a person within the company rather than the company as a whole)
  • Kind regards (standard for the whole company)
  • Stay safe (if we are reaching out to them with their safety and best interests in mind)
  • Speak soon (if we have included a CTA asking them to arrange a demo or callback)



Social Media Updates

Brand Names

Always write our brand names correctly:

Courier Exchange has developed a new way to...               ✅

The Courier Exchange has developed a new way to...         ❌

Haulage Exchange welcomes a new team member...          ✅

The Haulage Exchange welcomes a new team member...    ❌

Transport Exchange Group celebrates 20 years...         ✅

The Transport Exchange Group celebrates 20 years...   ❌

Join CX Euro today and see how...                              ✅

Join the CX Euro today and see how...                        ❌

Source Credibility

Before sharing any social media posts to company pages or personal pages on behalf of our brands, check where the source is coming from and whether you can trust it.

Use this checklist before sharing any updates:

  • Is it coming from a reputable website?
  • Can you trust the content?
  • Is it relevant to our brand?
  • If it's related to new government legislation, have you cross-checked them with government sites?

Community Management

Responding to reviews

Introduction

Reviews, whether good or bad, are very important for our business. Reviews are more frequently becoming the first touchpoint a prospective member has with our brand.

88% of consumers trust online reviews just as much as they trust recommendations from friends (Anderson, 2014). Our prospective members will most likely check what existing members are saying about us before investing in a subscription.

Online Reviews Help Our Brand in 3 Ways:

1.  Building credibility

By having past or existing members share their experiences with our brand on a public review site, it raises our trustworthiness and reassures prospects that we exist, have years of industry experience and are a reliable operation that won't disappear overnight.


2. Driving traffic to our website

Reviews bring leads to our website where they can find more information on what we do and encourage them to invest in a subscription. Receiving excellent reviews helps also helps us rank in Google search results.

3. Encouraging prospects to invest in a membership

Our reputation on review sites plays a vital role in helping prospects decide if we are the right choice for them or not. 


References:

Anderson, M. (2014, July 7). 88% Of Consumers Trust Online Reviews As Much As Personal Recommendations. Search Engine Land. https://searchengineland.com/88-consumers-trust-online-reviews-much-personal-recommendations-195803

Trustpilot, Google My Business, iOS and App Store


8 Tips for Responding to Reviews

1. Always respond and say thank you

All reviews, good or bad, must be responded to with a "Thank you for leaving a review" either at the beginning or end of the response. We recommend responding to positive reviews (4 stars or higher) within 24 hours. If we receive a negative review (3 stars or less) respond within 2 hours to prevent further damage to our brand.


2. Does the review sound legitimate? Follow this guide.

3. Fight the urge to defend every point

Long-winded responses can make the complaint sound legitimate. Be confident in your approach without going into too much detail, quoting internal stats, figures, or asking follow-up questions. Most importantly, don’t make any promises or mention deadlines as it could set us up for failure if they aren't met.

4. Respect the reviewer's privacy

Don't discuss intimate details about their membership when replying. The replies are public and you could be sharing sensitive information.

5. Keep replies short and snappy

Trustpilot and Google My Business: Don't exceed 600 characters. This includes a greeting, providing contact information and your sign-off. iOS and Play Store: There is a character limit of 350. Do your best to say what you need to within this limit.

6. Be a friend

Use our Tone of Voice and make an effort to be friendly and approachable. Say 'Hi' or 'Hello', instead of 'Dear' or 'Good afternoon'.

7. Don't feel obliged to apologise

Although apologising for someone's experience might sound like the sympathetic thing to do, it makes us sound like we're accepting responsibility for something that might not even be our fault. Once you've verified that they're a member on the Exchange and reviewed their account activity, you can make an informed decision based on the bigger picture.

If you do end up having to apologise, be brief about it and don’t drag it out.

8. Move the situation offline

Never argue with the reviewer and don't disclose their personal contact information. Invite them to contact us and address the issue away from the review platform. Keep in mind that anyone can read your replies and if a potential member comes across something they don't like, we've lost them.

Common Themes and Suitable Responses


"Too many drivers and competition is fierce..."

Hi Peter,

Thanks for leaving a review.

We strive to maintain a balance between loads posted and carriers available. We also have great tools to help you win more loads and get the most of your subscription. If you'd like some further guidance on how to make your business stand out, we'd be more than happy to jump on a call with you.

You can reach us on 0208 896 6722 Mon-Fri, 9:00-5:30.

Kind regards,

Courier Exchange

"Not enough loads..."/ "Membership costs going up and still not enough work..."

Hi Peter,

Thanks for leaving a review.

Our platform has thousands of daily load opportunities to quote on and each of our subscription plans offer unique features for your business goals. In addition to this, we are constantly investing in improvements to the platform and introducing more tools to top your efficiency.

We'd be more than happy to share some tips on how you can win more loads and make your membership work for you.

Call us on 0208 896 6722 Mon-Fri, 9:00-5:30.

Kind regards,

Courier Exchange


"Reviews are fake and paid for..."


Hi Peter,

Thanks for leaving a review.

We strive to have only genuine reviews on our profile and pride ourselves in keeping a channel open for member businesses to express their opinions. We know how important it is for visitors to see our brand in a transparent light.

If you're curious about our membership options or have questions that need answering, please get in touch on 0208 896 6722 Mon-Fri, 9:00-5:30.

Hope to hear from you,

Courier Exchange

"Subscription prices and what you actually get are misleading..."

Hi Peter,

Thanks for leaving a review.

We have a dedicated team that guides member businesses when it comes to choosing the right plan.

All the features included in a subscription plan are listed on the pricing page of our websites. We also explain the features of each plan during your live demo and conversation with a member of the sales team.

If there's something about your subscription that you'd like to discuss, please get in touch.

0208 896 6722 Mon-Fri, 9:00-5:30.

Kind regards,

Courier Exchange

"I can never get through to customer services but sales are so quick to answer calls and take money..."

Hi Peter,

We're sorry to hear this is how you feel. There are times when call volumes are high and it takes longer than expected to get through to someone in our team. Please rest assured that your call is important to us and we're doing our best to answer it.

You can leave your name and number when prompted by the operator and we'll get back to you when someone becomes available.

Kind regards,

Courier Exchange

"Bidding peanuts for jobs..."

Hi Peter,

We have an average price per mile guide you can use when quoting on loads.

We’ve been leading the market for 20 years and helped numerous businesses start from the ground up and make a name for themselves in the industry. Our feedback system contributes to helping members win more loads. In most cases, experience and good feedback trump price.

Our platform offers equal opportunities, and we’d be more than happy to give you some tips on how to boost your business productivity on the Exchange.

Give us a call on 0208 896 6722 Mon-Fri, 9:00-5:30.

Kind regards,

Courier Exchange

"Payment terms are ridiculous and I get paid two-three months after a job..."

Hi Peter,

The member clearly states their payment terms on the posted load, so you know when to expect payment once your booking is completed.

The majority of our members' payment terms are 30 days from invoice and we've updated our policy to be a maximum of 45 days from invoice.

If you have any further questions, please don't hesitate to get in touch.

0208 896 6722 Mon-Fri, 9:00-5:30.

Kind regards,

Courier Exchange

"Members aren't paying me and the Exchange won't recover the money..."

Hi Peter,

We don’t get involved in member-to-member transactions. Our platform only facilitates them.

We recommend that you first check the member’s payment terms as that is when you can expect to receive payment. Next, if the member has everything they need from you to execute the payment and you still haven't received it by the end of their payment terms, you can raise a complaint through customer services.

Our dedicated team is always on hand to help.

Email complaints@transportexchangegroup.com to find out how to raise a complaint.

Kind regards,

Courier Exchange


When to Report a Review

If you run a search on our system and you discover that the reviewer never was a member, you can report the review and Trustpilot will remove it. We can do this because it could be a competitor just trying to damage our star rating or someone else with unknown motivations.

If the review has swearing, racist comments or any other kind of offensive language, report it.

Responding to messages

When responding to messages, keep things light, friendly and optimistic.

Facebook



Greet with "Hi" or "Hello".

You can also thank them for getting in touch with us, no matter what the reason is.

Reassure them that we've received their enquiry and we'll provide them with a response as soon as possible.

If someone asked to be given a call, follow up with the right team and make sure they actually called that person before you close the discussion on Facebook.

Brands, Products and Features

Introduction

Brand Architecture

Platform features

Products / White-label

Templates

Email Signature

Charlie Bradford | Marketing Designer

020 8993 7100 | 166 College Rd, London, HA1 1BH

This e-mail and any files transmitted with it are confidential and intended solely for the use of the individual or entity to whom they are addressed. If you have received this e-mail in error please notify the sender immediately by using the reply facility in your e-mail software and then delete this e-mail. If you are not the intended recipient, or the person responsible for delivering the e-mail to the intended recipient, be advised that you have received the e-mail in error and that any use or form of reproduction, dissemination, copying, forwarding, disclosure, modification, distribution and/or publication or any action taken or omitted to be taken in reliance upon this message or its attachment is strictly prohibited and may be unlawful. Internet communications cannot be guaranteed to be secure or error-free as information could be intercepted, corrupted, lost, destroyed, arrive late or incomplete, or contain viruses. Therefore, we do not accept responsibility for any errors or omissions that are present in this message, or any attachment, that have arisen as a result of e-mail transmission. If verification is required, please request a hard-copy version. Any views or opinions presented are solely those of the author and do not necessarily represent those of the company.

 

Registered Office: Newstead House, Pelham Road, Nottingham, NG5 1AP, United Kingdom 

Registered No: 3464353 | Registered in England & Wales.

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Email Signature Euro

Charlie Bradford | Marketing Designer

020 8993 7100 | 166 College Rd, London, HA1 1BH

This e-mail and any files transmitted with it are confidential and intended solely for the use of the individual or entity to whom they are addressed. If you have received this e-mail in error please notify the sender immediately by using the reply facility in your e-mail software and then delete this e-mail. If you are not the intended recipient, or the person responsible for delivering the e-mail to the intended recipient, be advised that you have received the e-mail in error and that any use or form of reproduction, dissemination, copying, forwarding, disclosure, modification, distribution and/or publication or any action taken or omitted to be taken in reliance upon this message or its attachment is strictly prohibited and may be unlawful. Internet communications cannot be guaranteed to be secure or error-free as information could be intercepted, corrupted, lost, destroyed, arrive late or incomplete, or contain viruses. Therefore, we do not accept responsibility for any errors or omissions that are present in this message, or any attachment, that have arisen as a result of e-mail transmission. If verification is required, please request a hard-copy version. Any views or opinions presented are solely those of the author and do not necessarily represent those of the company.

 

Registered Office: Newstead House, Pelham Road, Nottingham, NG5 1AP, United Kingdom 

Registered No: 3464353 | Registered in England & Wales.

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